THE IMPACT OF BRAND EQUITY DIMENSIONS ON BRAND ATTITUDE AND PURCHASE INTENTIONS AMONG GENERATION Z CUSTOMERS: A STUDY OF ADIDAS IN THE GERMAN MARKET

This study investigates the relationship between brand equity dimensions—brand awareness, perceived quality, brand loyalty, and brand associations—and their impact on brand attitude and purchase intentions among Generation Z (Gen Z) consumers in Germany, using Adidas as a real-world example. With Gen Z emerging as a dominant consumer demographic, brands must align with their values of sustainability, social responsibility, and digital engagement to maintain relevance. A quantitative survey was conducted among Gen Z respondents, to explore how these brand equity dimensions influence their perceptions of the brand. The data were analyzed using multiple regression analysis to assess the impact of each dimension on brand attitude and subsequent purchase intentions. The results indicate that brand associations and perceived quality have the strongest influence on brand attitude, while brand loyalty and brand awareness showed weaker correlations. Additionally, brand attitude did not have a significant direct impact on purchase intention, highlighting the need for Adidas to further align its strategies with Gen Z’s values. The study brings with strategic recommendations for the brand, emphasizing the importance of enhancing sustainability initiatives and leveraging digital marketing to foster stronger brand loyalty and associations. The findings contribute to the understanding of brand equity in the context of Gen Z consumers and offer actionable insights for brands seeking to engage with this demographic within the German market.